The brand design
The brand design needed to reflect Flatiron's range of values; diversity, rigor, and inspiring creativity to name a few. The team had a limited amount of time to complete the re-launch, and the conflicting values made it difficult to communicate effectively within a single logo mark. A plan was devised to align the essential values of 'rigor and hard work' within the brand mark design while using the brand design language to represent the other brand values with a strong emphasis on creative inspiration.
Refreshing the brand
Prominence was given to the “double slash” icon as its placement leads into the word mark, extending beyond the word Flatiron. Visually breaking the design grid and emphasizing the rule breaker metaphor in the brand's values. The slashes create a visual upward motion that suggests ‘Flatiron School will elevate you higher.’ The team decided to remove the word 'The' in the new identity as a way to simplify.
The creative inspirations came from within Flatiron School community and imagery that convey collaboration, diversity, and direction. It also inspired a primary color palette that demonstrates the professional rigor of the school, while the full palette incorporates has the essence of playfulness needed for the visual design language.
My role was Creative Director / Lead designer collaborating with Flatiron's Leadership team, external branding agencies on brand design direction, marketing design and Interior design architect firm MCDC. I also worked closely with the vendors to provide weekly feedback to align with the newly established brand design.
The space problem
The original campus was a large beige canvas with minimal furnishing and poorly utilized space. The challenge here was to create permanent classrooms for rolling cohorts for Web Dev and iOS Dev, flexible meeting/ common areas. The school host different events Meetups, student presentations, science fairs and industry mixers, they needed room to accommodate large groups. Standard setup time sometimes required a lot of manual work.
After speaking with staff and students, we identify the priorities in creating a fully utilized space.
1. Reduced preparation and clean up time.
2. Dedicated area for eating and socializing that could be used for co-learning and working.
3. Increase classroom, meeting rooms, private phone booths.
4. Needs to be more fun and inspiring.
Interior design direction
The design direction for space focused on a friendly yet modern designed environment, where collaboration can happen anywhere. Splashes of brand colors add vibrancy to the crisp design with graphic decals highlighting critical figures in computer science history introduced the notion of the 'past, present, and future.'
The past, present and future
A contemporary, friendly ambiance delivered through simple materials and striking graphics installations. At the centerpiece of the revamped campus is a collaborative graffiti wall created by students, staff and NYC street artists. The mural reflects the ethos and ideals of the brand and serves to inspire past, present, and future students of the power of coding. The outcome represented diversity and collaboration.
You may also like
Creative Direction, Lead Product Design, Product Design
Brand Design, Apparel Design
Slow Fashion Research
Branding, Fashion Design, Sustainability Roadmap
The Little Bridge School
Art Direction, Environmental Design, Concept Development, Brand Design
Business Time (process)
Branding Strategy, Brand Design
Misc Logo Designs
Branding, Lead Design
The Hair Project
Creative Direction, Art Direction, Brand Design